October 21st, 2009
Process 1.0
[Note: The title of this page ("Process") has a number after it to indicate that the way we talk about our process - and perhaps the process itself - will change over time. We encourage you to put your thoughts, suggestions, questions, or challenges (be firm, but don't be a jerk) in the comments and let's discuss. Periodically we'll incorporate changes into a new version of this document, and the process can begin again. We're strong believers in learning and then doing better; here's a chance for you to participate in that process.]
We are not big believers in the Hail Mary pass as a strategy for success.
You have no doubt seen this in the form of the “big idea”. That idea that is so beautiful, if only because of its sheer magnitude, that whatever your goals are, they must surely come true.
Hail Mary passes may be fine when the risk is low or the project is small, but when you are spending real money, that’s a whole different game.
Our approach is to establish a solid foundation for the project, create an insightful strategy, outline an operationalizable roadmap, and then run the project in a series of iterations. At the beginning of each iteration, we do some bit of work with the express purpose of learning something specific from it. At the end of the iteration, we evaluate what was learned and adjust the strategy as necessary.
Each iteration tests a part of the strategy, and each iteration builds on the previous one, enabling the strategy to become more efficient at maximizing the goals of the project with every iteration.
Each iteration ends with a refined roadmap for moving the project forward, and an increasingly solid strategic case for doing so.